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Online Briefing |
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Inspirational Marketing: November 17, 2005 Registration Closed We've all heard the yak about thought leadership: how important it is to have it, that our PR campaigns need to be centered around it, that our CEOs need to be perceived as thought leaders, blah, blah, blah. We know it, but are we really ready to make it happen? Are we willing to move beyond the standard issue white papers, success stories, and executive interviews to take a strong stand on issues that really matter to the marketplace? Buyers today are skeptical about your claims but anxious for competitive advantage. They’re impatient but still looking for the next new thing. The problem is, the market is overwhelmed with so-called thought leadership that too often sounds the same. Cutting through the clutter requires a clearly different approach to helping customers, and, most often, a provocative point of view. If some people don't strongly disagree, it's probably not real thought leadership. A great idea, of course, is not the end of the thought leadership story. You still need to invest in a creative and sophisticated program to align the organization around it, get the message out effectively, and tie it to strategic opportunities to build the business. This Online Briefing will explore three priorities for making thought leadership matter:
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Robert Leavitt Rob serves as the voice of ITSMA's membership within the company, leading all efforts to insure that members receive the maximum possible value from ITSMA's varied offerings. He is responsible for building the ITSMA community, managing the ITSMA brand, packaging and promoting ITSMA services, and communicating the value of membership. Since joining ITSMA in 1999, Rob has authored numerous articles and reports on such issues as marketing strategy, brand management, solutions marketing, partners and alliances, and corporate communications. Rob edits the monthly ITSMA E-ZINE newsletter, and frequently speaks and writes on marketing innovation, trends, and best practices. Prior to joining ITSMA, Rob owned his own consulting firm, specializing in research services, business and project development, and public relations for corporate and nonprofit clients. He has also managed research and professional training programs at New York University and Harvard University, and has designed and led media projects in more than a dozen countries. Rob holds a Bachelor's degree in U.S. History from the University of Pennsylvania, where he graduated Magna cum Laude, and a Master's in Political Science from MIT. He currently serves on the board of directors of the Public Education Center, a media organization in Washington, DC. |
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ITSMA's Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter's discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.
This briefing will be administered by Connex International. All participants
are required to test their browsers on Connex International's Website
24-48 hours prior to ensure they are ‘Java-enabled’. This
test can be done at www.connexpresents.com, by clicking on the "Equipment
Check" icon. The technical requirements for this ITSMA online briefing are:
Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $95 per location for non-members. Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, November 16, 2005. 
About ITSMA
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